The Annual Ranking of Canada’s Most Admired Companies

It takes 20 years to build a brand reputation, and 5 minutes to ruin it.

Published by Leger

Ladies and gentlemen, welcome to the age of volatility! Our 2018 Reputation Study shows once again that public opinion, in the age of social media, is a punisher. One day you may be the darling child everybody wants to be, and the next day … it can all collapse.

Last year, Canadians punished Heinz for closing its Canadian production, Samsung for its exploding phone, and Air Miles for its management of the “points crisis”, just to name a few. A year later, only Samsung has made it back to where they once were.

This year, the same roller-coaster ride seems to have reappeared. This time, it happened to one brand everybody loves. Most of us would think this company would be forever in our top five … or at the worst, our top 10. Well, Tim Hortons moved from 4th place to 50th, losing a full 25 points in the process.